Culture Design - Exploring social innovation in Danish design and architecture

Designing culture for You, I and We

Culture Design Exploring social innovation in Danish design and architecture

OPLÆG COLUMBIA UNIVERSITY STUDIO X NOVEMBER 2009

2010

OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

This is Christian Cultural planner, philosopher and filmmaker

In spring 2009 they formed the design agency

UiWe

This is Jacob Architect, designer, urban planner and a terrible drawer

Today we want to talk about ourselves and have a conversation with LEONG LEONG ARCHITECTURE on

culture design

What do we mean by design?

How can we redefine good quality Danish Design?

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

How can design become more than objects of consumerism

How can design be a part of the solution, not the problem?

no more consumer mass design

THINK

BIG

GET INVOLVED This is NOT good quality!

“Design’s too important to be left to designers” Tim Brown IDEO

culture

What if we could design a that enables people to participate in creating good quality?

We think THIS is great quality!

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

Culture is a way of conceptualizing the complexity of “we”

What do we mean by culture?

Historical:Culture is social heritage, or tradition, that is passed on to future generations.

Behavioral: Culture is shared, learned human behavior, a way of life.

Functional: Culture is the way humans solve problems of adapting to the environment or living together.

Mental: Culture is a complex of ideas, or learned habits, that inhibit impulses and distinguish people from animals.

Normative: Culture is ideals, values, or rules for living.

Structural: Culture consists of patterned and interrelated ideas, symbols, or behaviors.

Symbolic: Culture is based on arbitrarily assigned meanings that are shared by a society (wikipedia)

Behavioral definition:

Normative defintion:

WHAT WE DO Culture as human behavior

WHAT WE WANT Culture as ideals and values

Anthropological approach: understanding the ways we act and interact.

Hermeneutic approach: seeing cultural expressions as ideals and values.

Culture is what ties us all together as a “we”

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

etc.

anthopology / users

urban planning

The hyper complex challenges of contemporary society require crossdisciplinary solutions: sustainability, urban planning, education, social welfare

technology

Why culture design?

organisation private / public

Challenge:hyper specialized fields / sciences

organisation private / public

anthopology / users

urban planning

and breakes silos within specialized fields

Culture Design

etc.

Culture Design

technology

organisation private / public

Culture Design bridges specialized fields

Culture Design aims to bridge the cultural differencies that defines the silos

We propose to link the experimental design methodology with an experimental approach to culture Design as a physical product

Culture as behaviour

Cultural Design Culture as ideals

Design as a Service or process

We started by breaking our own

We brought you 4 themes: It is about asking questions together about how we act and interact

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

Creative learning Grounded city branding Future-proof welfare Active sustainability

Creative learning

Creative solutions calls for creative people!

The Marshmellow Challenge at Creative Places + Spaces in Toronto last week tested on a gang of creative professionals

Ken Robinson says schools kill creativity at Creative Places + Spaces last week

The Marshmellow Challenge tested with a gang of kindergarteners

Guess who won....

Scientific research on creativity

98% 5-10 years 32% 10-15 years 10% 3-5 years

25+ years

2010

How can we redesign schools that evolves creative capacities instead of diminishing them?

3%

OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

People smart Number smart Picture smart Word smart Music smart Body smart Nature smart Self smart

Howard Gardner defines intelligences not two

Up to 75% of learning happens through

informal learning!

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CASE: Redesign 12 existing schools to fit present day needs

We needed to break the barriers of the existing school organisation

“Everywhere we look, we see institutions that appear the same as they used to be from the outside, and carry the same names, but inside have become quite different. We continue to talk of the nation, the family, work, tradition, nature, as if they were all the same as in the past. They are not. The outer shell remains, but inside all is different.” Anthony Giddens

“We need to reconstruct the institutions we have or create new ones in ways appropriate for the global age” Anthony Giddens: http://www.lse.ac.uk/Giddens/reith_99/week1/week1.htm

http://www.lse.ac.uk/Giddens/reith_99/week1/week1.htm

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

Multi programme

+ +

+ ++ 10.00

Self organising

Realism

Shell bombing

+

Paralelle institution

Centres of excellence

Parasite Hacker

Open source

Rhizome

What if the school had a completely flat structure? So that every individual could structure their own education.

Self-organizing

Teachers Toilets / Baths Storage + General classrooms Specified classrooms Library Hallways Stairs Commons

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

Challenge: Finding a common language How could we get everybody to agree on how this new, open school was to be organized?

Parent’s language

Teacher’s language

Designing a common language Kid’s language

Administration’s language

A year and 50 meetings later...

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

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2010

OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

CASE: analyse potentials for new school development in new-town Ørestad, Copenhagen, DK

Centres of excellence

What if the school was hyper specialized and offered deep knowledge in a certain field?

Going to class!

New specialized IT and technology highschool in Ørestad By 3XN

“Imagination is more important than knowledge.”

Albert Einstein

A fortunate chance to prototype in real life

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

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Bottom line: Analysing and challenging existing organisational and physical structures Creating a common langauge between users Prototyping and testing a new organisation in real life

Can design realize a vision for a town based on its inhabitants’ stories and dreams?

Global city challenges A Creative Class struggle: competition between cities in the experience economy

And a question about how we want to live together in our cities

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

CASE: Vision for Elsinore Elsinore + ReD Associates Introducing a cultural approach to identity building of Elsinore

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Facts on Elsinore: 45 min from Copenhagen Approx: 60.000 Inhabitants

Elsingore >

A vacuum in Elsinore’s identity after the downfall of the shipyard

Copenhagen >

Lack of self-identity

Old economic foundation is falling apart (no more drunk Swedes) An obsolete business model

Tourism potential is there, but not realized - people come, but don’t stay A potential, but no strategy

Elsinore challenges: Lack of self-identity

A potential, but no strategy

A common vision ?

Ambitious public cultural projects (but no grounded notion about the projects) A future model without local ownership

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

A future model without local ownership

An obsolete business model

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Cultural analysis approach:

NOT the quick branding fix...

User oriented culture analysis deploring tools from anthropology: Observing, gathering, participating, interpretating (not just asking)

avoiding “the creative municipality” trick

HORNBÆK

Videnspersoner: Orvar Löfgren, professor ved Lund Universitet

Tobias

Claudia Rota Andersen, Danmarks Turistråd Trevor Davis, kulturentreprenør og leder af KIT

Hans Finn Annelise og Jørgen

KØBENHAVN

ÅLSGAARDE

Janus

inclusive skøn natur

tryghed

tryghed

ro

natur

vandet

bekvemmelighed fordybelse

Ursula Aviva og Sisse

historier

Arne

honest det gamle

Anders

Anja

nærhed

rødder

genkendelighed

natur genkendelighed

authentic AUTENCITET

uspoleret

virkeligt (ikke for perfekt)

traditioner forfædre

historie

+ 14 hold endagsturister

Samler

Videnspersoneer:

Repræsentanter for kommunens forvaltninger Henrik Numelin, Helsingør turistbureau

Extracting meaning from images and narratives found in the field research

Birgitte Bergman, citychef Claus Dalgas, Helsingør Dagblad

Quality in research (rather than quanity) Martin Christiansen, initiativtager på Elværket Lars Poul Erik, Toldkammeret SNEKKERSTEN Personal narratives and places of meaning Nanna Kannenworff, iværksætter Participating in everyday setting Victoria Borgere og fraflytere

Sommerhusejere

Potentielle turister

ESPERGÆRDE

FÆLLES VÆRDIER FOR DE TRE SEGMENTER

oprindelse

HELSINGØR

Methodology applied

charme

det runde og bløde

Tom Jesper

hygge

autentisk

komfortabel

Danyal

nærvær

NÆRHED

calm fællesskab RO

Nikolaj og Tanja

det velkendte enigmatic

tætte relationer hav

Helsingør intimate skal...

Line

Morten

Natalie

skov

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Product:

Value-based design manual guiding the municipality Holistic + pragmatic implementation of the vision

Using the sensibility of the cultural interpretator in the proces

authentic NÆRHED Opdyrker RO calm AUTENCITET intimate

Jæger

Challenge: Integrating organizational power to ensure execution of the vision Dept. of planning Designing the city

Dept. of commerce Attracting business

How do we create a cross disciplinary organizational driver?

New residential programming

Urban design proposals

Design guidelines Dept. of culture Creating cultural services

Dept. of communication Branding Elsingore

Rites and rituals

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Prototype events

Tourist initiatives

OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

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Bottom line: Integrate user-oriented research and creative interpretation Creating tools that can facilitate a collective development process Engaging and syncing key actors in making the vision happen

Today the agricultural production landscape covers

62% of Denmark.

This part of the country is managed by the population - the farmers.

1% of

40% of the agricultural production is exported

Last year some 17 290 individual farms received support representing 5% of the total EU of almost

2 billion $ 2010

OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

How can we design a environmentally, economically and socially sustainable Danish agriculture?

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Traditional Danish culture: Farming

What if Denmark farmed pharmaceuticals?

Pharmland ™

Political support

Vision for a new Danish identity New technology: Pharming

Urban planning

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20 m2 world demand of

of bioengineered plant can produce enough antibodies to meet a

14 million Euros.

A minipig used in pharmaceutical industry is sold for pig is sold for

1,5 euro pr. kg.

2010

125 euros per kg. An ordinary

OPLĂ&#x2020;G STUDIO X NEW YORK 5. NOVEMBER 2009

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Potential land-use

Polymer plastics Biofuel Solar fields Wind turbine fields

Bottom line: Analysing and challenging an existing view of self identity Bringing new groups of specialists together for a common project

We think this is quality. Donâ&#x20AC;&#x2122;t you?

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OPLĂ&#x2020;G STUDIO X NEW YORK 5. NOVEMBER 2009

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Challenges The experience of sustainability issues as complex and too hard to handle.

CASE: improving the experience of the of deAn everyday packed with an overload Danish system- in forthe bottles + cans mandsrecycling to take action abstract.

How do you design a system where the user can ACT on sustainability issues?

FACTS on DANISH RECYCLING SYSTEM 446 million items 13,000 returns recipients - mainly supermarkets 2,900 reverse vending machines Returns percentages for 2008: 88%

Realized by Via Design + Danish Recycling System

When a can is recycled you spend only would require to produce a new can When 1 lb of aluminium is recycled saved

5% of what it

9 lb of CO2 is

9: E:GHDCA><: 6HE:@I:G

Danish Recycling System today Work well, but could be better

Approach: Analyzing social and personal motives for using - and not using - the Danish recycling system Mapping and understanding the complex variety of motivations: functional, social, personal

Consumer

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Money

Danish Recycling System

OPLĂ&#x2020;G STUDIO X NEW YORK 5. NOVEMBER 2009

Exploring new ideas to strengthen the recycling system

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Anthropological approach (2) Qualitative dialogue with selected users in their home setting

Mapping of user patterns Costumer journey + tracking of interaction points

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Cultural mapping shows: a desire to participate a potential in acting for a greater cause

Integrating professional, cultural perspectives in the proces Developing perspectives with a range of cultural specialists: artists, cultural theorist, sustainability practioneers Using film as medium to enhance the experience of immediacy in the idea generation

Using the recycle infrastructure as hub as a site for social action on sustainability isssues The potential in the shop as a hub for community engagement

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OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009

Consumer + citizen

Money + ethic value

Better quality Danish Recycling System

Realizing the cultural potential by framing the user-experience in the light of the bigger picture

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Bottom line: maps the complex motives of the user investigating how design can support the experience of values and ideals in everyday actions explores solutions that combines high performance service with an understanding for the social and cultural desires of the users

Bottom Bottom line: Focus on people â&#x20AC;&#x2DC;s needs and actions (rather than just objects) Develops tools that enable co-creation rather than finished solutions Work integrated with programming and design Involve the client in the design process to ensure ownership Integrate user oriented research and creative interpretation Be honest about exercising a personal cultural sensibility and ethic

So...

What do you think? www.uiwe.dk

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OPLĂ&#x2020;G STUDIO X NEW YORK 5. NOVEMBER 2009

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